PDF version of my slideshow for eduWeb2018

1. Designed by Committee:
An Analytics and User-Focused Approach to the Overhaul of the
K-State Global Campus Homepage
Neal Wollenberg
Web Coordinator for Kansas State University’s Global Campus
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2. So let’s get started...
In 2017, two of my MANY
goals were:
1) Redesign our homepage
2) Attend a national
conference
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Photo Credit: imgflip.com

3. Two things occurred during this conference:
1. I learned a ton about digital and social marketing. (And had quite a bit of fun
enjoying Boston!)
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4. Two things occurred during this conference:
2. My mom had a massive heart attack, and subsequently passed away on August 16,
of the week following the conference.
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5. Who we are...
Kathy Burkholder
Director of IS
Dane Miller
Database Developer
O. Spencer Brown
Data Reporting Specialist
Neal Wollenberg
Web Coordinator/Developer
5Photo Credits: KSU Global Campus

6. Direct report team members
Choose quality team members
Should be qualified for the role
Look for details that show initiative
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7. Key point number 1
When you’re looking to create a team or committee to oversee the development of a
project, look at the details, even if they seem trivial.
This includes both the positive AND the negative details.
7Photo Credit: Thunderdee/DeviantArt.com

8. Where we were
K-State branded masthead
Global Campus identity and breadcrumbs
Sitewide, constant horizontal navigation
Banner
3-column grid (for content)
Footer
All pretty standard… for 2007
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9. Bring on the Analytics
January 1, 2017 through January 26, 2017 (Traffic flow from homepage “/”)
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10. Bring on the Analytics
Behavior Flow through /courses/degrees #1 - Courses and Degrees
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11. Bring on the Analytics
Behavior Flow through /programs #2 - Programs
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12. Bring on the Analytics
Behavior Flow through /distance #3 - Distance
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13. Bring on the Analytics
Behavior Flow through /about/contact #4 - Contact
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14. Bring on the Analytics
Behavior Flow through /tuition #5 - Tuition and Fees
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15. User Experience Testing
When we design something for someone to use, ask these questions:
● Is it created with the user in mind?
● Is it appropriate for the target audience?
● Is it functional for the user?
Apple Rechargeable Magic Mouse Functional Urinals? Play-Doh Extruder Tool
15Photo Credits: geek.com, seattleautogates.com, and mashable.com

16. User Experience Testing
More specifically for a homepage or website:
● For what purpose or purposes does the page/site exist?
● Does your audience understand what purpose or
purposes your page/site serves?
● Does the page/site serve these purposes?
16Photo Credit: Pathprober.com

17. User Experience Testing
We tested for some of the following:
● How to find the cost of a course
● How to submit an application
● How to find a specific certificate or degree
17Photo Credit: Wizbytes.net

18. User Experience Testing
Two things stuck out:
● Search function is REALLY important!
● “F-Pattern” eye movement is actually bad!
https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
The above link references a study by the Nielson-Norman Group regarding the misunderstanding
of the “F-Pattern” in users reading on screens, and how to address issues associated with this
pattern.
(Don’t worry, I’ll give you some time to copy it down)
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19. Key point number 2
● Utilize Google Analytics
● Conduct Usability Testing
● BONUS: Nielsen-Norman Group knows what’s up.
https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
Here’s that address again, just in case you didn’t write it down the first time.
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20. Design by committee, but because UX testing and analytics say so...
Designing by committee is easy when you have usability testing and analytics as the
basis of your decision making process.
Here we see, walking across
the desert, this lovely horse,
as designed by committee.
If we’re quiet, we may even
hear it as it “moos” longingly
for a mate.
20Photo Credit: animals.sandiegozoo.org

21. Gathering Resources
Web Committee Selection
Why is this important?
● Because it only takes one person to derail the entire train.
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● When you’re looking to create a team or committee to oversee the development of a project,
look at the details, (positive and negative) even if they seem trivial
Photo Credit:
commons.wikimedia.org

22. Gathering Resources
Five common derailer characteristics
● They get mired down with details that are either inconsequential or should be
addressed at a different stage in the project.
● They are able to present the absolute worst case scenario, even if it’s the most
implausible scenario ever conceived.
● They always have a roadblock that they just know will screw up the entire
project, so why do it at all?
● They refer to the fact that it’s always been done a certain way in the past, why
change?
● They would prefer to argue about a detail or potential roadblock than find a
solution.
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23. So, stack the committee with “yippers” right?
No. Dissent and disagreement aren’t always a bad thing, but what you’re trying to avoid
is someone who will always be disagreeable.
23Photo Credit: Lionboogy/acparadise.com

24. Working with the marketing group(s)
24Photo Credit: moz.com

25. Working with the marketing group(s)
A couple of different set-upsThe Global Campus ModelThe Global Campus Model + DCM
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Graphic Credit: vecteezy/modified by me

26. Improve efficiency in three easy steps!
1. Communicate directly with graphic designers and writers.
2. Draft your own mock-ups and/or wireframes.
3. Get face-to-face and be friendly!
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27. Looking at the competition
We looked at universities we believe are doing a great job in marketing themselves both
main campus and online campuses.
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28. Looking at the competition
When looking at other websites, ask the following:
What are they doing right? What are they doing wrong?
Solving a similar problem? Helping with the “buying decision”?
Addressing UX testing issues? What 3 things are they highlighting?
What is the site’s purpose? Does it accomplish that purpose?
Do they have white papers addressing their UX testing or site research?
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29. Timeframe
December 2016 - Set Goals
March 2017 - Began UX Testing
May 2017 - Finished UX Testing
May 2017 - Research and Experimenting
on how to develop our own layered
page within our CMS
May - July 2017 - worked with DCM to
develop a live mock up
September 2017 - Full development
within our OU Campus CMS
October - November 2017 - final editing
and content development
December 19, 2017 - Release date
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30. Resulting product
http://www.global.k-state.edu
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31. You don’t always get what you want
However, we got a lot of what we wanted...
1) We know how to do this again
2) We became more intimately familiar with our CMS
3) We gained valuable insight because of our UX testing
4) Our analytics show, our changes have had a positive impact on conversion.
5) We learned that we have to look at Google Analytics holistically.
and we also learned a lot.
1) A new, more visually appealing layered homepage
2) Easier to navigate
3) Multiple instances of the three things users want most (Cost, Degrees, How to Pay)
4) Highly visible success stories (adds credibility)
5) A template we can use for other pages within our site
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32. What do our analytics show us now?
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33. What do our analytics show us now?*
*Comparisons taken from Jan 1, 2017 - Jul 9, 2017 vs Jan 1, 2018 - Jul 9, 2018
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34. What do our analytics show us now?
WHAT?!?!?! Okay, take a deep breath...
And look at things more holistically.
1) Exit rate (not bounce rate) went up from
40.7% to 59.95% and Values of pages
directly off the homepage went up
2) Courses/Degrees +$5.87
3) Tuition/Fees + $5.74 (BONUS! page visit
rank up from #48 to #4)
4) Scholarships + $2.65
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35. Conclusion (Finally, right?!)
1. Huge value to Google Analytics
2. Choose the right committee
3. Know your competitors
4. Work directly with creatives
5. There is ALWAYS more to do!
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36. Designed by Committee:
An Analytics and User-Focused Approach to the Overhaul of the
K-State Global Campus Homepage
Neal Wollenberg
Web Coordinator for Kansas State University’s Global Campus
Thank You!
Questions?
Contact Me
Email: nealw@ksu.edu
Twitter: @nealw6971
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